Tinder introduces new ‘Super Like’ option to increase matches
Tinder is increasing the thirst factor with a new swipe called the “Super Like.”
The option, rolled out to all of the dating app’s users today, is essentially a right swipe on steroids.
Instead of swiping right to signal that they like the person, they swipe up activating the “Super Like” function, which then alerts the selected user with a badge indicating they’ve received an enhanced like.
The intent is to give the user an extra incentive to strike up a conversation since the suitor really, really, really, really likes them, or at least their profile pictures, as seen here:
Users get one free Super Like a day, which can’t be banked. Tinder Plus users, who pay $9.99 a month for extra features like unlimited right swipes, receive five Super Likes a day.
According to Tinder’s test of a small group of Australian users last month, the tool actually sparks longer conversations (70 percent longer, in fact) and matches were three times more likelier to occur.
On top of generating revenue from advertisements, Tinder CEO Sean Rad told TechCrunch that the new option is converting more people to subscribe to Tinder Plus because of the increased number of matches.
“We’ve seen Super Like have a meaningful impact on Tinder Plus conversion,” Rad said. “And that stems out of the value that people are getting from the Super Like.”
Images via Tinder.
Member Exclusive‘You can’t just cut a little bit’: Why this moment could force agencies to accelerate necessary changes to their business models
To survive, agencies have to change how they do business instead of making cuts here or there to manage for the next quarter.
‘We knew it would impact our business negatively’: How joining the Facebook boycott affected one small advertiser
For small boycotting advertisers like JibJab, staying off the Facebook advertising ecosystem permanently is untenable.
‘Exceeded our marketers readiness’: As e-commerce growth accelerates, Dentsu is adding a new practice to meet the demand
The commerce practice was already in the works but the pandemic and changing consumer behavior due to the pandemic accelerated it.
SponsoredPublishers: Assessing risk and ensuring payments in times of crisis
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott
Large consumer brands aren’t happy with Facebook’s response to the boycott so far and will likely wait until fall to reconsider the boycott.
Nobody in elevators, fewer gag lines: How an agency is remaking its ads to fit the coronavirus era
The process has allowed the full-service agency to enlist its post-production arm to help its clients adjust ads rather than press pause on advertising due to the ad content.